How to Get Your Story Told in the Press!

You have a great company with great services, products and staff. So how come
you feel invisible and your competitors are getting all of the attention? One
way to become top-of-mind is by getting coverage in traditional and social news
media outlets. It's not that difficult.

What do reporters want?

1) a good story idea (and if it happens to include your company, great), 2)
industry information that may not yet widely known (a new trend is perfect) and
3) an expert or two to quote in their story.

Keep in mind, a media interview is just a business transaction: you have
information of value to a reporter; the reporter can provide visibility for your
company. It's an even swap. Here's how to do it:

Start small. Pick one news outlet you'd like to be in. Look it over. Spot the
type of story that you could "pitch." Note the name of the writer of the story.

Contact him or her by phone or email. On the phone, get to the point
very quickly. For
example, "I see you cover XYZ. I have a good story for you, a trend in my
industry
that I heard about at a recent convention. It has not been widely publicized. I
think it might interest your readers. We've been in that business for 20 years
and can give your readers perspective on what happened this week. We have three
experts on our staff who can talk to you. Can I tell you more about it?

Maybe the publication has a section on notable executives too. If you are an
interesting and unusual CEO, mention your background and suggest what industry
information you can offer their readers.

Important: don't call near their deadlines; as a general rule, mid-morning is
pretty
good. If the reporter says no to your idea, try another publication or course.

Once you are ready to tell your story, make sure to create 3-4 main messages
you'd like to see in any media story -- messages that will prompt the audience
to take action. For example, "Our firm has a proven track record of success with
all of the military branches, 12 government agencies and has helped 100
companies in the region succeed." Use your main messages in any interview.

Give every story pitch this test: ask yourself "If I was a reporter, could I
write an interesting story about this?"

Now, go forth and be famous.

Robert Deigh is principal of RDC Communication/PR and the author of "How Come
No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for
organizations large and small that want to win big visibility. Deigh helps
organizations increase their visibility and build their brands by creating
strong and positive relationships with the press and other audiences. He is also
a well-known speaker and trainer on media and PR topics. Want more free info to
build your business? Subscribe to Deigh’s popular monthly 1-page online
newsletter “PR Quick Tips” from his website at
www.rdccommunication.com. He can
be reached via email at rdeigh1@aol.com, or by phone at 703-503-9321.